Why Google's Privacy Changes (And The 'Data Tidy Up') Moves Everything Forward

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Google has handled its privacy debate by being disarmingly clear with a little note left on the fridge the other week.

We’re tidying up and love data too much to not want to connect it better.

Like it or lump it.

Love Google.

It’s their right - they are after all a private company and not the public service we somehow feel them to be. Google wants to “create a beautifully simple, intuitive user experience” and its data consolidation is what will help it do this. Facebook makes one product called Facebook while Google up until now has chosen to run many nom de plumes, betas, and side initiatives. I’d like to see a more capable ‘joined up’ Google sparring with Apple and Facebook on who can do the coolest and most useful things for people using data. In truth, the Google engineering team must be relieved to ditch the sticking plasters and chewing gum connecting the hitherto disparate data sets they manage.

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Security and Operations Have More In Common Than You Think

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Glenn O'Donnell

There is growing evidence of a harmonic convergence of Infrastructure and Operations (I&O) with Security and it is hardly an accident. We often view them as separate worlds, but it’s obvious that they have more in common than they have differences. I live in the I&O team here at Forrester, but I get pulled into many discussions that would be classified as “security” topics. Examples include compliance analysis of configuration data and process discipline to prevent mistakes. Similarly, our Security analysts get pulled into process discussions and other topics that encroach into Operations territory. This is as it should be.

Some examples of where common DNA between I&O and Security can benefit you and your organization are:

  • Gain economic benefit by cross-pollinating skills, tools, and organizational entities
  • Improve service quality AND security with the same actions and strategies
  • Learn where the two SHOULD remain separate
  • Combine operational NOC and security SOC monitoring into a unified command center
  • Develop a plan and the economic and political justifications for intelligent combinations
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Help Forrester Predict The Future Of Social Media Marketing

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Augie Ray

Forrester is looking toward 2011 and considering how social media will continue to change marketing.  We’d love to involve you in that discussion.  Join us in The Forrester Community For Interactive Marketing Professionals as we and other interactive marketers discuss and debate the hot new predictions for 2011.  

We’ve launched four specific areas of focus (although you can always suggest more).  Will 2011 be . . .

  • The year location-based services go mainstream?  Thus far, checking in from real-world locations has been an activity reserved for early adopters, but this behavior is growing, being spurred on by innovation from foursquare and Facebook.  Will this be the “hockey stick” year for foursquare, where growth kicks into hyperdrive? Or will Facebook roll over foursquare as it did MySpace? And what will it take to hook the masses in the check-in craze?
     
  • The year of trust?  Trust has always been an important brand attribute, but in 2011 it will become crucial for brands to earn followers, affinity and advocacy.  How will brands earn trust in social media channels?  How will trust be measured?  What happens to brands that lose on trust?  What steps will Facebook take to earn more trust as the social network continues to integrate itself into consumers’ surfing, social and mobile habits?
     
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Amazon Shows How To Protect Your Brand While Connecting To Facebook

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Augie Ray

As you probably know, Facebook and Amazon are allowing consumers to connect the two sites.  What I find most interesting is the care Amazon is taking to inform consumers what this will mean to them and why they should do it.  Given Facebook’s repeated stumbles on issues of consumer privacy, the approach being taken by Amazon is one every marketer should note and consider. What’s important about Amazon’s approach is that it's not simply leaving the communication of important information to Facebook. 

CNN, for example, lets Facebook do the talking. Below is Facebook’s standard "Request for Permission" page, which is the message consumers receive when they click the button to connect CNN with their Facebook profile.  What does it tell users?  CNN can "access my basic information," but what will they do with it?  Will they share or sell it further?  Will it be made available to marketers or other users?  Will my list of friends -- one of the items mentioned in the list of basic information that will be shared -- receive information from CNN as a result of my actions?  And what information will CNN send to Facebook -- every page I visit or only the ones I "like"?   

CNN Facebook Permission page

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Facebook, Privacy & Lawmakers: What Should Marketers Do?

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Augie Ray

Last week, Facebook announced changes that expanded the sharing of consumer data with a select set of third-party partners, and it only took a matter of days for lawmakers to press Facebook for changes and government agencies for more oversight.  The fact Washington took note of Facebook’s changes isn’t at all surprising; in fact, it was inevitable.  But what happens next—and what this means to marketers—is not inevitable and depends a great deal on how proactive Facebook becomes on education, transparency and cooperation with lawmakers and privacy watchdogs.

Facebook has learned from its past privacy missteps, as evidenced by the way it recently asked for consumer input for proposed privacy policy changes, but it is far from earning its diploma in Public Relations and Politicking.  It’s been just three and a half short years since Facebook broadened its membership from students to the entire population of the planet, and as it has grown from a niche social media site to a ubiquitous form of communications for over 400 million people, so have grown the demands for Facebook to manage the expectations of consumer, voters, lawmakers and marketers.  Facebook is still learning how to accomplish this, and it is earning a fair to middling grade.

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